Augmented Reality continuing what the Internet started

Transcription

1 Augmented Reality continuing what the Internet started Christine Perey 1

2 Who am I? Consultant/analyst Management consulting Strategy Partnerships Market research Market development Technology scouting and transfer 1991 Personal multimedia 2004 Mobile multimedia 2006 Mobile Augmented Reality 2010 Print & publishers Retail & commerce 2

3 Agenda What is Augmented Reality? A little history What needs does it meet? What problems does it solve? Where is it heading? Why should you care? What can you do? 3

4 What is AR? 4

5 WorldBoard Concept s: many researchers started to co-locate information with physical space J. Spohrer 1996: What comes after the World Wide Web? Information in place The world as a repository of information 5

6 Ten years later (presented at SIGGRAPH 2006) Make use of Web 2.0 photo collections (e.g. Flicker) Automatic process to register images to common coordinate system Browse this registered collection as a 3D image world 6

7 AR is not one technology The cyber-colonization of the real world A highly compelling, virtually endless SET of technology-assisted experiences It is part of the Real Time Web 7

8 Often confused with Visual Search Google Goggles Nokia Point & Find kooaba Interactive Print Ricoh icandy (iphone) 8

9 Mont Blanc Geneva Thonon-les-Bains Lake Geneva Arriving in Montreux in 15 min camera, GPS, compass, accelerometer, microphone 9

10 Physical world triggers Explicit (printed markers) Implicit real world triggers Text (posters, signs, page of print) Photo/drawing Faces Fixed position in space (GPS + compass) Sounds (music, voices) 10

11 The associated digital data A circle which has POI information associated with it (e.g., Layar) A text box (e.g., AcrossAir, Wikitude) A 3D object in fixed position (e.g. junaio) A free standing animated 3D object An object which can be manipulated/with which user can interact (e.g., games) Overlay (on the real world) 11

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13 Mobile AR Users Today 1+ Million Technology elite Mostly male Flat rate data plans Smartphones 90+% of activity on Android and iphone Tolerant of rough edges Avid users of social networking Japan, Western Europe and US 13

14 Value proposition? It depends Novelty just to see differently Information (in real time or not) in context Service or friend discovery Experiences 14

15 Why AR now? Social media Real-time Web Digital content Personal navigation Local search Wearable computing 3D cinema Sociocultural trends GPS Compass Powerful processors Bandwidth to access cloud Handsets Networks 3D in home 15

16 The evolution of AR Today Mobile relies largely on location-based triggers and cloud-based data PC-based experiences rely largely on markers and locally-stored data bases Beyond 2010 Markers disappear Recognition of every day objects and people User experience improves Active Matrix Organic LED Pico Projectors Overlay with lights and camera (mobile phone) 16

17 Eyewear 17

18 The AR Ecosystem 18

19 The Digital World The Physical World Sensors on Mobile devices AR Ecosystem????? 19

20 The Digital World Sensors on Mobile devices The Physical World AR Ecosystem Packaging, Discovery & Delivery wallet 20

21 Packaging: App Developers Mobilizy Tonchidot GraffitiGeo AcrossAir SequencePoint Software GetFugu Presselite int13 SnapTell Layar SR >80 Engine Chemical Wedding Nokia kooaba Insula Communications Yelp Robot Vision Salzburg Research GeoVector Cyborg Augment This! Metaio ARToolworks Pongr Fraunhofer iphonearkit LastMinute Labs (Qype) Imagination (AT) itacitus Total Immersion TAT UrbanSpoon Ogmento + Game Developers As of Feb 1, over 2,000 developers have access to Layar platform! 21

22 Discovery and Delivery Mobile network operators Network Equipment Providers Alcatel Lucent Ericsson Operators of cloud-based algorithms Context identification Device ID/management Digital Publishing Software Information Infrastructure Software providers Handset manufacturers Nokia HTC Samsung Operators of Application Stores Apple Google RIM Nokia Cross media promotions Legacy (print, radio, TV) Digital (ebook, Web) 22

23 The Digital World Sensors on Mobile devices The Physical World AR Ecosystem Enablers Providers of enabling technology Packaging, Discovery & Delivery wallet Money and Statistics 23

24 Enablers Device Mobile OS providers Google Apple Symbian BREW Microsoft Mobile components Sensors (GPS, compass, video camera) Displays Mobile handset manufacturers SDKs for AR developers AR Content enablers AR SDKs and APIs Layar Mobilizy AcrossAir GeoVector Metaio Open Source Algorithms Natural Feature Recognizers Speech Text 3D and 2D graphic tools 24

25 The Digital World Sensors on Mobile devices The Physical World AR Ecosystem Social Media CONTENT Providers/Publishers Merchants, Brands Enablers Providers of enabling technology Packaging, Discovery & Delivery wallet Money and Statistics 25

26 Finding your way 26

27 Breathing new life Magic books using AR with a webcam or camera phone and printed paper Templar Dragonology Interactive magazines Popular Science Esquire magazine InStyle Others 27

28 Marketing for publishers and brands Help customers and prospects find and purchase CDs, Books and DVDs using natural feature recognition (visual search) 28

29 AR Games Shoot em up Digital signage (Fancouver, yahoo!) Learning games 29

30 What s missing? Computational power at low power consumption Algorithms understand moving shapes Good (excellent) user experiences Integration with business and backend 30

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32 AR content and assoc physical world anchor AR content and assoc physical world anchor Authoring AR Content Today AR Browser-specific SDK or web-based Authoring environment and/or AR Application/Content build (3D) assets GPS/KML (ARML) AR-capable handset AR application Local Content AR Browser/player Current limitations Specific platforms (handsets, players) Physical anchor recognition Low ability to represent and manipulate objects (unless using game engines) or introduce interactivity Web Server Cloud Content 32

33 On the Frontier Known Physical 2D Search Unknown Digital 3D Discover 33

34 Augmented Reality continues what the Internet started Augmented Reality is about providing experiences Augmented Reality is a new source of revenue 34

35 Mobile Augmented Reality Reality Improved Christine Perey (617)